Visitors to ExCeL London are more likely to be eco-conscious and tech-savvy, according to YouGov’s latest audience insights data.
ExCeL London is collaborating with YouGov to better understand and engage with its four-million annual visitors. The analysis, focused on UK audiences to the docklands venue, also reveals that attendees are mostly millennials, affluent and are highly active on social media, in particular in creating their own original content.
In addition, the data shows that almost a quarter of attendees are Gen Z, born after 1997.
Meanwhile, 65% of ExCeL’s UK audiences say they don’t mind paying a higher price for products that are beneficial to the environment, 63% agree that electric vehicles are the future, and 51% state they are often the first in their friend group to try new technology products.
Jonathan Neill, partnerships director at ExCeL, said: “ExCeL attracts millions of visitors every year to London to attend events varying from cutting-edge technology and innovation, in-depth medical congresses, to immersive entertainment experiences. By working with YouGov we can become data driven and insight led, helping us to better define and engage with our audience for ourselves, our clients, and our partners.”
He added: “This year is an exciting time for ExCeL with the opening of our new 25,000sqm expansion in Q4, together with our redeveloped waterfront opening in the summer. As a result, we will have even more visitors through our doors, who we can deeply understand – providing great opportunities for like-minded brands to positively engage our visitors, and ultimately meet their brand and business objectives.”
The collaboration between ExCeL London and YouGov sees the venue adopting YouGov’s Profiles tool. With two million+ data variables from YouGov’s 17 million+ global panel members in 49 markets, the research covers demographic, psychographic, attitudinal, and behavioural consumer metrics, with data collected daily and updated weekly.
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